Article2013

Customer Perceptions about Branding and Purchase Intention: A Study of FMCG in an Emerging Market

Muhammad Irfan Tariq · Muhammad Rafay Nawaz · Muhammad Musarrat Nawaz · Hashim Awais Butt

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Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

A cross-sectional field study of 362 individuals was conducted to explore the factors affecting purchase intentions among FMCG consumers of Pakistan. Variables namely brand image, product quality, product knowledge, product involvement, product attributes and brand loyalty were studied as determinants of consumers’ purchase intentions and were found to have a positive association with purchase intentions. Implications for these results for marketers are discussed in the final section and recommendations are proposed as well.

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References

2005The role of perceived product quality and overall satisfaction on purchase intentions 2011The role of brand image, product involvement, and knowledge in explaining consumer purchase behaviour of counterfeits 2003Product involvement/brand loyalty: is there a link?1995The role of advertising in brand image development 2009The Impact of Brand Awareness on Consumer Purchase Intention: The Mediating Effect of Perceived Quality and Brand Loyalty 2011Brand image strategy affects brand equity after M&A 2002How product quality dimensions relate to defining quality

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